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Tips About
Successfully Staging A Media Conference
© By John Jay Daly, APR Fellow PRSA,
What was commonly called “a press conference” has morphed into “a media conference” but the principal principles for success remain the same.
To help make your conference more successful, here are my hard-earned learned as a PR pro with half a century’s experience in my hometown of Washington, DC dealing with the media. My parents were journalists,
I began my career in 1950 on “The Washington Post” and have operated by own consulting firm since 1976 after having been on PR staffs of three national grade associations for 20+ years. In addition, all four of my
sons are now active in print and/or broadcast.
I’ve had extensive experience being interviewed by national, regional and local reporters in all media – and have the battle scars to prove it!
Remember that while you want to disseminate information, some of those who attend your event will not necessarily be advocates of your position or views. In fact it’s more likely they’ll at least be skeptical, if
not downright hostile. Recognize and prepare for this reality.
As you prepare for the event, never lose sight of this essential fact.
If it’s not handled right, a media conference can become counter-productive.
With that understood, here are those tactical tips which would be even more valuable if I knew all the specifics about situation:
- Be TOTALLY PREPARED.
Know your topic backwards, forwards, and inside out –- even if conference is held on an emergency basis. Usually, however, whoever stages event has at least some time to plan; use that time wisely. Research your topic so you can handle any logical or even illogical question. And be ready for nasty, hostile queries since those are the type “the media” seems to prefer. Forewarned is forearmed. Consider retaining local PR pros to advise you as well as knowledgeable staffers. Seek the active support of top management.
- Determine whether there is a true need for the conference.
Since time is precious for both parties, be frank in determining whether your objective(s) be achieved in other ways? Will a teleconference or videoconference suffice? If you decide to go ahead with staging a live event, take adequate care to ensure it’s professionally done.
- If you are able to do so, choose site, date and timing carefully.
In this era of 24/7 news coverage, there is no universal rule but 10 A.M. and midweek are often optimal. Be sure to pre-check to see what other events may already be scheduled lest you be blacked out. The wire services “day books” are good source. You don’t want to tell your boss afterward that “the media stayed away in droves.” Conversely, if you want to boast that you “held a conference” but really don’t want news from it to emerge, then choosing late afternoon on a Friday before any major holiday is as good a time as any, though Christmas morning also works!
- Prepare thoroughly and scrutinize closely the essential FACT SHEET you will need to prepare about the topic(s) making sure that each element in it can withstand close scrutiny. Can all elements be
verified positively? If not, recast the wording to ensure that nothing in it can be used against your case. Be particularly wary of the wording of statements or views. In an attempt to be colorful and capture
print or airtime, the client risks ridicule. Have at least 4 knowledgeable people closely proofread every syllable.
- Give invitees as much advance alert as possible, and when doing so issue a “Media Advisory/Release” outlining why conference is being called, who will be there (by name and title) and what the sequence
will be for their appearance. Double check to ensure you’ve covered the 5Ws and H of Journalism 101 with this alert.
- Since not all media can cover this event “live,” if your budget allows, arrange for it to be covered simultaneously remotely.
Put information on your website simultaneously with it being issued in person. Provide “streaming video” and/or well-captioned digital photos as quickly as possible.
- Be sure site is centrally located and there are ample power outlets
for cameras, tables for reporters to write. It helps to decorate the lectern with name and/or logo of sponsor plus the website and 800 #. It’s even better is the identification can be placed behind and a bit above the speaker(s) so it’s essential part of background. Order enough of those now for future.
- If time allows, prepare participants by carefully rehearsing their presentations,
especially including a “murder board” composed of knowledgeable, articulate personnel who may well ask tougher questions than even the hostile media might seek. If they survive this they may find the conference much easier.
- A useful tool to supplement the Fact Sheet is a FAQ sheet,
i.e. one which answers Frequently Asked Questions. Begin preparing this document early in the process. Since questions beget questions, keep working on it right up to whatever becomes “the last minute.” (Remember you can always issue one or more supplementals, particularly via Email or your website.)
- When the discussion enters into sensitive areas , as it inevitably will, it’s wise to be extremely well prepared with properly worded answers. We PR pros who do this delicate work recognize that it’s not
easy to maintain one’s “cool” when under hostile fire, but remember what a former US President -- the late Calvin Coolidge – wisely advised: “I never got into trouble for something I didn’t say.” Many a careful
program has foundered by an ill-advised comment made in the heat of the moment. Preparing yourself for this situation can be invaluable.
- Be sure whoever conducts conference is skilled at keeping the topic on track and on time
and that it’s ended before session degenerates into chaos –- or a mini brawl. If you have time, consider watching C-Span for certain press conferences such as the White House or State Department or groups staging them at the National Press Club in my hometown of Washington, DC.
- Presuming time allows, prepare a Media Kit*
with biographies of those experts who will appear, summary news/feature releases, background info on sponsoring firm or group, relevant photos, sketches, charts or drawings etc. Be sure the biz card of press contact is enclosed, including cell phones for follow-up contacts. BE sure that if you or someone from sponsor says he or she will “get back” to a reporter that this is done, even if all you can then say is “I don’t have any more new info.” That’s why it’s prudent to be chary about making such promises. Remember that in many cases it’s okay to say “I just don’t know.” In any case, never, ever lie. Never. Ever.
*Having quantities of preprinted shells ready for such use on instant’s notice lends an important professional tone to your conference.
- Another good enclosure is sheet(s) of “Quotable Quotes”
featuring participants in conference as well as top management that may not be there. This makes it easy for reporters to insert them into their stories. An advantage of doing this well ahead is it allows time for creative thought in hopes you can develop a memorable set of words for this or future stories.
- Be sure to videotape and audiotape entire conference so you have an accurate record of what happened. This can be useful for any post-mortem analysis and also to “prove” what was said in case something
important was mis-reported and a correction needs to be made. Sometimes the error is not worth the effort to correct, but if it is, seek immediate redress.
- Before event, go over all aspects of your plan several times with your team
to anticipate holes or places for possible glitches. If you don’t now have a pre-conference check-list, begin to prepare it and constantly add to and up-date it. Plug holes now or if time doesn’t permit doing to, at least be aware of potential dangers.
- Be sure you and your IT experts take complete advantage of what The Internet and cyberspace offers both in terms of helping you quickly disseminate information and for checking many various search engines
to gather facts and data, especially to check whatever any “opposition” may be issuing.
- Finally, regularly review and heed my practical copyrighted commandments, especially practicing 1, 5,6 and 7.
Note: I conduct
seminars/workshops and keynote talks using these pointers plus another pair of commandments dealing with customer service.
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